Who is your branding for?

Yes, your branding should feel authentic to you. That part matters. If your brand feels off, forced, or performative, it’s hard to share your business with confidence. But branding isn’t for you alone. It’s for your business.

But your branding’s main job is to create a clear connection between what you offer and the projects you want to consistently attract. It translates what your work does for people into something people can quickly understand and trust. Not just fellow designers—but the clients who are deciding who to hire.

When branding only focuses inward, it risks becoming self-expression without strategic direction. Beautiful, personal, and meaningful—but disconnected from the kinds of projects you’re trying to attract. On the other hand, branding that only chases trends or market positioning can feel hollow, even uncomfortable to stand behind.

The sweet spot lives in the middle. Strong branding starts from within, but it’s shaped for the outside world. It takes who you are and aligns it with what your ideal clients love and want—so the right people recognize themselves in your work. When that connection is clear, your branding doesn’t just feel good to share. It works.

Question: How much of your current branding feels made for you? And how much feels made for the clients you want to work with?

Image by Akim Bazarbay